NavneetKaushalCEOPageTraffic

Search Engine Friendly for Web 3.0

Search

Why is SEO important?

NumberofSearches/DayonGoogle

Average Daily Queries on Google

3 Billion Searches/Day (announced Aug. 2012)

Growth of Google Queries in Last 5 yrs

NumberofSearches/DayonGoogle

3 Billion Searches/Day (announced Aug. 2012)

StateofSearch-India

Source:Netmarketshareandbusiness-standard.com

Google97%

Yahoo1%

Bing1%

Others1%

IndianSearchEngineMarketShare

Search Often Brings the Most Highly Qualified Traffic

§  Helpsyoucreateabe=erwebsite

§  Bringsinqualifiedtraffic

§  Helpsyoucreatebe=ercontent

§  Measurable/AcGonable

SEOfromabusinessperspecLve

DIDYOUKNOW?

SearchenginescannotreadFLASHandJavaScriptcontent.

DIDYOUKNOW?

It'sactuallyquiteeasytoexcludecertainpagesfromsearchengineresultsbyusingarobots.txtfile.

DIDYOUKNOW?

Googlechecksforduplicatecontentonyourwebsite.

DIDYOUKNOW?

ThewebpagenamesalsoinfluencetherateofopGmizaGonforcertainkeywords.

DIDYOUKNOW?

AcommonwebsitemistakeisgivingeachpagethesameGtle.

DIDYOUKNOW?

Googlemoveswebsitesdowninthesearchresultswhenanexcessivenumberofkeywordsareused.

DIDYOUKNOW?

Apage’sloadGmeinfluencestherankingofyourwebsiteinsearchengines.

DIDYOUKNOW?

Searchengineslookathowmuchcodeyouuse.Therefore,tablesandinlinestylesnotonlymakeyourcodelesssynopGcbutcouldalsoaffectsearchengineranking.

DIDYOUKNOW?

It'sactuallyquiteeasytoexcludecertainpagesfromsearchengineresultsbyusingarobots.txtfile.

SEARCHENGINERANKINGSIGNALS

RankingSignal-HTTPSGoogleconsidersHTTPS(SSL)rankingsignalh=p://googlewebmastercentral.blogspot.co.uk/2014/08/h=ps-as-ranking-signal.html

RankingSignal–MalwareGooglepenalizeswebsitesthatarehackedorhavemalware.Ithighlightsthemwithlabelsorcompletelyremovesthesesitesfromtheindex:h=ps://sites.google.com/site/webmasterhelpforum/en/faq-malware-and-hacked-sites

RankingSignals–SecuritySummary•  SecureprotocolSSL/TSL•  WebApplicaGonFirewall(SecuringyourvulnerabiliGesusingthebestmindsintheindustry)

–  HackerscaninjectmalwareintoyoursiteandGoogleWILLfinditanddemoteyourrankings

•  DDOSprotecGon–  IfGooglecan'taccessyoursite,itcan'tindexit.Letaloneyourcustomers.

•  DNSSEC

20

RankingSignal–SiteSpeedGooglerewardsfasterloadingwebsites:

h=p://googlewebmastercentral.blogspot.co.uk/2010/04/using-site-speed-in-web-search-

ranking.html

RankingSignal–SiteSpeedTechnicalhacksthatboostyoursite’sspeed:•  Compression•  MinificaGon(CSS,JS,HTML)•  ResponseGme•  ImageOpGmizaGon•  BrowserCaching•  HowJS&CSSareserved•  UseofAsynchronousscripts•  UseofCDNs•  Be=erheadersandcaching•  Latestservertechnology(HTTP/2,SPDY,GZIP)

• ComparisonofWeb1.0,2.0,3.0

Highlightsofeachphase

•  1.0

•  1995-2003

•  Yahoo,Amazon,Netscape

•  Infrastructureandgelngcontentonline

2.0

2004-2009

Google,Flickr,Facebook

Userinterfaceandsocialcommunity

3.0

2009à

Siri,PrimalFusion,Twine,WolframAlpha,

Structureddata,meaningandcontext

WebEra

Dates

SignificantCompanies

Majorfocus

"EvenabasicunderstandingofwhattolookforintechnicalSEOcangetyoufar.Somanypeopletodayfocustooheavilyonoff-

pageSEO,butifasiteistechnicallyflawed,itwon'tma=erhowmanylinksyouhaveorhow

goodyourcontentis.”

ErinEverhart,SEOManager,TheHomeDepot

SEO “101” INDEXATION+RELEVANCY+POPULARITY

•  RemovinganyhurdletothecrawlersiskeyforaperfectindexaGon•  MapyoursitearchitectureinaccordancewithsemanGcverGcalstoreachidealrelevancy•  BalancethequanGty,quality,aging&regularityofyourlinkgraphtomaximizepopularity

3 CORE PRINCIPLES OF SEO INDEXATION• TechnicalSoluGonthatrespectsSEOBestPracGces• SiteArchitectureMappedtoSemanGcVerGcals• ArchivingthatpreservescontentintegraGon&interlinkingforever

RELEVANCE• OpGmizingKeywordsintoSilos• InternallinkingstrategythatdistributesSEO&PageRankvalue

POPULARITY• QuanGty/Quality/Age/Frequencyoflinksobtained• SemanGcsaspectofbacklinks(anchortext)• DiversificaGonofbacklinkentrypoints(hubpages)

WhatareWeb3.0sites?

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More Pages Crawled = More Pages Indexed = More Traffic (*If site is healthy)J

Golden rule: “One filepath per specific content piece”

Duplicate (many forms), sorting, multi- category, non-existent, framed content

Assume that anything in the DOM is technically accessible to modern search bots, even though it may not pass juice

Robots.txt only works on internally

Don't block with both robots.txt and meta robots together

Best to block with meta robots & delete via GWT (*renew every 6 months)

X-robots tag, is in document HEAD, useful for PDFs, XML, etc…

DoNOT:PrintsessionIDs/parametersonfilepathsincodePasssessionIDsviafilepaths

Use cookies to pass session info

If no other alternative, block parameters via GWT

URL Structures

Filepaths can be flat, deep, or with several parameters if needed, all seem

to work fine

Have a clear hierarchy in terms of directory structure, use internal links to

emphasize relationships

Be consistent - all lower case, hyphens not underscores, avoid empty spaces

Avoid foreign language encoding on URLs

Copyright©www.pagetraffic.in

Copyright©www.pagetraffic.in

OnsiteOpLmizaLon

Thesingularlymostimportanton-sitefactor!

TheTITLETag

•  IncludeyourchosenkeywordswithintheTITLEtag–preferablynearthestartofthetag

•  Trytokeepitto70characters•  Mustberelevanttothepagecontent•  Veryimportant-eachpageshouldhaveadifferentTITLEtag

TheTITLETag

•  AtextualdescripGonofwhatthepageisabout

•  ShowsupinGooglesearchresults

TheDescripLonTag

•  Includekeywordsclosetothestartofthetag,butdon’trepeatmorethan3Gmes

•  Trytokeepitto150characters•  Mustberelevanttothepagecontent•  EachpageshouldhaveadifferentDESCRIPTIONtag

TheDescripLonTag

•  Googlelovesoriginal,highqualitytextualcontent•  Bodytextisextremelyimportantforsearchengine

rankingsbecausethisiswhathumanuserscometosee

•  Keywords,synonymsandvariaGonsoftheprimarykeywordcombinaGonshouldbeincludedinthebodytext,butnotsothatitreads‘arGficially’.Itshouldreadnaturally.

BodyText

•  URLsthatcontainkeywordsarebe=erthanthosethatdon’t

•  QuiteeasytodoifyourwebsiteisstaGc,ali=lemoredifficultfordatabase-drivensites

•  Don’tmaketheURLstoolongbecausethiswillbeseenasana=empttomanipulatethesearchresults

•  Goodandbad:•  www.mysite.com/health-insurance•  www.mysite.com/search.asp?insuranceID=435&locID=32

KeywordsinURLs

•  Headingtags–eg.<h1>,<h2>-withintheHTMLidenGfyheadingswithinthepagecopyandbreakupthetext

•  Theyareusedbysearchenginestodeterminepagecontent

•  Usekeywordsinthesetags,butdon’toverdoit.

HeadingTags

•  The‘anchor’textcontainedwithinhyperlinksprovidesGooglewithanunderstandingofwhatthelinkedcontentisabout

•  EveryhyperlinkonyoursiteshouldhavedescripGveanchortext,ratherthan‘clickhere…’

•  Inlinelinksorcontextuallinksarebest•  eg.

•  BlueTrainEnterprisesoffersafreewhitepaperonhowtoopGmiseyourwebsiteforthesearchengines

LinkAnchorText

•  ALTisdisplayediftheimagedoesn’tloadintheuser’sbrowser

•  TheALTtagshoulddescribetheimage•  Keepitshortandtothepoint•  ItalsocanhaveaposiGveeffectonyourwebsiterankings

•  Don’tuseALTtagsasaplacetostuffkeywords

ImageALTText

Three Great & Free Tools for

Crawling

Screaming Frog http:/ /www.screamingfrog.co.uk/seo-spider/

IIS SEO Toolkit http:/ /www.iis.net/downloads/microsoft/search-engine-optimization-

toolkit

Xenu http:/ /home.snafu.de/ti lman/xenulink.html

DO’S & DONT’S – ONSITE

SEOTo-Do• DefineyourIAanddeterminecanonicalURLsforhubpagesacrossall

majorcategories,withexpansionability

• UsebreadcrumbstylenavigaGon–Putallnewcontentinit!

o EG:Home>Kitchen>MajorAppliances>Stoves

• Includerelevantcategory-specificnavigaGonateachlevel

• Makeinterlinkingmandatory!Includein-contentlinkstosimilarpages

aroundthesite,andgivelinksfromotherpages

• KeepupdatedHTMLandXMLsitemapsforallnewcontent

• Learnallthe(new)waystocontrolindexaGonandlinkjuiceflow

DO’S & DONT’S – ONSITE

SEODon’ts• LetthesamecontentappearonmorethanoneURL

• Justthrowcontentupwithoutlinkingtoit,orlinkingfromit

• Spreadyourlinkjuicethinoverpageswithoutuniquecontent

• Leaveopenendedpagescriptslikecalendars

• Archivepoorly(ornotatall)withoutrespecttoyourIA

• Returnserverheadersotherthan404forerrorpages

• ThinkyoucanfixlinkjuicedistribuGonissueswithrobots.txt

CANONICALIZATION ISSUES

DuplicateContent• Domain.comVSwww.domain.comVSwww.domain.com/VS

www.domain.com/index.php

Category&ProductPages

• …/product.php?category=clothing&sub-category=pants&gender=mens

• …/product.php?gender=mens&category=clothing&sub-category=pants

• …/product.php?category=clothing&sub-

category=pants&gender=mens&color=blue

CANONICALIZATION ISSUES

QuickChecklist• NoCapitalle=ers,specialcharacters,orspacesàusedashes

• ParametersinURLsarefinebutonlyifvariableorder/useless

variablesaretakencareof–trytoalsolimittoupto5parameters

• UsestandardHTMLtags(<H1>,<ul>,<a>)

• SessionIDvariablesshouldlikelyusethecanonicaltag

• Avoidcode-bloaGng:placevisiblecontenthigherinthecode

SITE SPEED

•  Pagespeedma=ers(now).Sobenchmarkyourselfagainstleaders.Ina

way,that’sfun,youcancreate“Pagespeedcontests”now.

•  Todoso,installGooglePageSpeedandYahoo’sYslow.•  Runthemonyourhomepageandatleastafewrandominternalpages

•  FolloweveryrecommendaGonsfor:imageopGmizaGon,gzip

compression,javascript“minificaGon”,CSS“minificaGon”.

•  Oncethisisdone,lookatsubtlerspeedimprovementstheyrecommend.

• MovingtoastableCloudenvironmentisn’tabadideaeither.

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

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